Ford Motor Co (F) - Get Report opened a new showroom in the Dallas Cowboys' headquarters for its Lincoln brand, the company said in a Wednesday statement.

Lincoln became the official luxury vehicle of the famed football team in 2016 and this is the second Lincoln "Experience Center" showroom of its kind. Texas, Ford said in the statement, is the second-fastest growing luxury market in the nation, second only to California.

The Lincoln Experience Center will offer "luxurious space" for visitors to learn about the brand and interact with the new 2018 Navigator on display. The first Lincoln Experience Center opened in Newport Beach, California last summer and has seen 82,000 guests come through its doors since then.

Lincoln's sales were up 6% in the first half of this year, marking the brand's strongest start since 2008. Ford stock traded up 0.4% premarket Thursday to $10.75.

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